Word: interbrand
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...Eric Kim, 47, Samsung's savvy Korean-American marketing chief, to boldly suggest that he hopes to surpass Sony in brand recognition by 2005. Don't laugh; Sony CEO Nobuyuki Idei certainly isn't laughing. Samsung has the second most recognizable consumer-electronics brand in the world, according to Interbrand, the New York City-based consultancy. Idei has said privately that Samsung is on the verge of overtaking Sony in the consumer-products race. Graeme Bateman, head of research in Seoul for Japanese investment bank Nomura Securities, says Samsung is "no longer making poor equivalents of Sony products...
...Eric Kim, 47, Samsung's savvy Korean-American marketing chief, to boldly suggest that he hopes to surpass Sony in brand recognition by 2005. Don't laugh; Sony CEO Nobuyuki Idei certainly isn't laughing. Samsung has the second most recognizable consumer-electronics brand in the world, according to Interbrand, the New York City-based consultancy. Idei has said privately that Samsung is on the verge of overtaking Sony in the consumer-products race. Graeme Bateman, head of research in Seoul for Japanese investment bank Nomura Securities, says Samsung is "no longer making poor equivalents of Sony products...
...most powerful tool of the name-changing trade is the computer, which can generate thousands of suggestions in minutes. For example, Interbrand, a London firm with U.S. headquarters in Manhattan, instructed its computer to create words starting with p and containing a double z. The computer came up with several hundred possibilities, including Priazzo, now a best-selling pizza dish sold by the Pizza Hut chain. When International Harvester decided it needed a new image, Anspach Grossman asked its computer to reel off names that suggested a "leader" with "direction and focus." Presto. Out popped "navigate" and "star," which were...